Launched by PHD Australia, CUB is bringing commuter paper mX back to Melbourne readers.
Newspaper comebacks are unlikely. And yet, after ceasing production in 2015 Melbourne commuter paper mX is set for re-launch this month.
The special cameo series will be published to coincide with the launch of CUB’s Carlton Zero, the brewer’s new and unconventional non-alcoholic beer.
The cameo publication kicks off during AFL Grand Final Week and will continue for four consecutive Wednesdays throughout October.
Returning with popular sections such as Overheard, Gloss and Glam and Here’s Looking at You, mX will launch in partnership with publisher News Corp.
Speaking on the collaboration, News Corp Australia’s head of content for Victoria Ondrej Foltin says that “the partnership is a natural fit” as both parties seek to rewrite industry rules.
The non-alcoholic beverage marks a shift in Australia’s drinking habits as consumers seek more opportunities to drink responsibly.
PHD CUB account planning director Matt Altis says: “The comeback of the mX as a paper is aligned with Carlton Zero’s brand positioning of “rewriting the rules of consumption” and we expect this unique comeback to be extremely welcomed by Melbourne audiences.”
The 2018 special editions of mX will be available from Southern Cross, Flinders Street, Melbourne Central, Parliament, Flagstaff, and Richmond train stations.
